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The Board March February2010 2010| | Issue Issue 88

New services | Mystery shopping | Improve retention rates

New look!

Win one year from Retention free service Management! See page 13

Data Protection


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News New media tions Business solu minders PRonline re ents Upcoming ev

4 6 8 9

inders 10 deadline rem g in m pRco U P online 11 s e ic rv New se ntion rates Improve rete ntion system Win FREE rete Gym games

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The Board r feedback on es u yo ve lo ’d e W cl stions for arti and any sugge . e you’d like to se ts to your commen Please email ia d e m igwave b @ rd a o b e th


Welcome to The Board... the Big Wave Media newsletter. Here you’ll find a host of information - from our latest happenings to upcoming events - all designed to keep you informed and ahead of the game!

NEWS We are pleased to announce the official launch of our new look branding. As Big Wave has grown – the diversity of our clients and the industries we serve were no longer represented by the way we presented ourselves. A new, more contemporary look has been created thanks to a new colour palette and visual style. Of course, it’s business as usual and you can still expect the same great service – it’s just a bit shinier! Let us know your thoughts about our new look via


New website

Our website has a brand new look check out our new online presence at


Farewell to Account Manager Ashley Sanderson who has left to travel the world! Ashley has embarked on an 8 month trip around the world taking in: New Zealand, Australia, Singapore, Thailand, Vietnam, Laos, Cambodia and Hong Kong – Phew!

New Account Manager

Jess Jackman joins us as an Account Manager. Jess will be working within team two which looks after a wide portfolio of Big Wave clients. She joins with a first class degree in Media & Cultural Studies and an array of marketing experience.

New clients

We are pleased to announce we are now working with:

West Lothian Leisure


NEW MEDIA Electronic marketing and The Data Protection Act If you’re planning an email marketing campaign, you’ll have to comply with a number of regulations. The most important thing to remember is that you can only carry out unsolicited electronic marketing if the person you’re targeting has given you their permission. However, there is an exception to this rule. Known as the ‘soft opt-in’ it applies if the following conditions are met: • Where you've obtained a person's details in the course of a sale or negotiations for a sale of a product or service; • Where the messages are only marketing similar products or services; and • Where the person is given a simple opportunity to refuse marketing when their details are collected, and if they don't opt out at this point, are given a simple way to do so in future messages


When you send an electronic marketing message, you must tell the recipient who you are and provide a valid contact address. The rules on emails don't apply to emails sent to organisations, though you must still identify yourself and provide an address. The Telephone Preference Service (TPS) and Fax Preference Service (FPS) are operated by the Direct Marketing Association, and allow people to register their numbers to opt out of receiving unsolicited calls or faxes. You must not market individuals or organisations who have registered their numbers with the TPS or FPS.

In summary, the Information Commissioners Office (ICO) recommend that your marketing campaigns are always permissionbased and you explain clearly what a person's details will be used for. Provide a simple way for them to opt out of marketing messages and have a system in place for dealing with complaints.

However before you start any marketing campaign the ICO advise you to read their: Detailed Guidance Notes ( Source: Information Commissioners Office (ICO), this information is valid as of 26/11/2009, please visit for the latest guidance on this subject.

You'll find a brief overview of the electronic regulations at the ICO website: Privacy and Electronic Communications - your legal obligations (


. .. S N O I T U L O S S S E BUSIN Mystery shopper ‘Why do I need to use a mystery shopper programme?’ Most successful companies throughout the UK use mystery shopper or secret shopper programme’s. These companies recognise that in order to achieve high standards within an organisation all area’s need to be reviewed on a continuous basis. Using unbiased mystery shoppers reports benefit companies in numerous ways: - They act like mini audits and are extremely useful to assess how effective customer service is. - They give a snap shot of what the total experience is like from the customer’s perspective. Reports can include checks on…

Staff availability • • •

Number of staff on duty Location of staff Timeliness of responding to customer presence

Helpfulness • • • •

Overall helpfulness Readiness of specific staff to respond to requests Time taken to respond to request Sincerity of offer of help

Product knowledge • • •


Knowledge over full range of products / service Availability of specialist product knowledge Availability of professional advice

Individual sales skills • • • • • •

Helping customers select products / services Advising on suitability of the product / services Highlighting special offers / deals Ability to close a sale Ability to increase spend e.g. ‘would you like a drink with your sandwich’ Ability to overcome objections

Environment – safety, security and cleanliness • • • • • • •

Adherence to safety standards Overall cleanliness Cleanliness of floor, time taken to clean up spills, sanitary facilities in toilets, showers, changing rooms Security / Access Access to first aid facilities Presence of staff to assist customers Suitability of facilities in changing rooms, baby change

Reception • • • •

Length of queues Length of time to be dealt with Helpfulness of receptionist Offer of assistance

Signage internal and external • • •

Appearance / quality of signage Clarity of signage Positioning of signage

Using information from the reports enables management teams to plan remedial action for successful continuous improvement and excellence. Reports offer unbiased opinions on staff performance and identify high standards of service delivery to enable management to reward good performance. Allows careful analysis of all essential staff / customer relations such as welcoming customers, being polite and considerate, helping customers, adhering to safety rules, and generally achieving high standards throughout. Enable management to move closer to meeting and exceeding their customer’s expectations.

In this current climate every customer interaction be it on the phone or in person needs to be professional and dealt with in such a way as to ensure that the customer was so pleased they will repeat purchase. Significantly Big Wave Media’s Mystery Shopper Programme has been compiled by experts and: • • •

The visits and calls are strictly controlled and monitored. We operate a code of conduct. We offer an unbiased view as our visits and calls are completed by a variety of trained people of differing ages, gender and capabilities.

For more information e-mail:

ing with Big w been work o n e av h e ‘’W ars on the r around 3 ye fo ia ed M e Wav gramme hone call pro mystery telep involved from all staff and feedback lue it adds real va confirms that front g n ri to measu es m co it en wh e service and th line customer e have W of our teams. effectiveness h the team y working wit found that b ility to ave had the ab h e w M W B at which has we measure, evolve what c areas of target specifi allowed us to . the operation rded sing the reco In addition, u edibly g tools is incr calls as trainin e would something w effective and elves achieve ours to le ab e b t o n . rnal support’’ without exte Scott Rolfe Halo Leisure ations Head of Oper


PRonline PRonline

REMINDERS PRonline is our unique public relations tool that enables you to create, manage and control your own PR.

March / April Charity events and annual days: Get in and Swim!

(5th March) Organise a swimathon to help raise funds for Marie Curie Cancer care in the local community. Encourage new and existing members to get involved – after all it’s for charity and it’s good exercise too!

St Patrick’s fun day

(17th March) The Irish holiday is always an excuse for overindulgence, but why not offer members a healthy alternative to the usual Guinness drinking tradition! Put on a series of Irish inspired fun activities such as ‘The Gaelic Games’ or a ‘Cycle to Ireland’ challenge and celebrate St Paddy’s day the healthy way!

Yummy mummies!

(14th March) Celebrate Mother’s day this month by having a prize draw for one lucky mum to win a free pamper day at your centre. This could be tied in with special offers on certain health and beauty treatments for mums throughout March! Come on, they deserve to be pampered!!

London Marathon (25th April) Get your staff and members to take to the treadmill and run the marathon for charity. Either run as teams – taking it in turns or as individuals. Show the real marathon on TV’s to get people in the spirit and offer prizes for competitors.

April fools (1st April) Have a bit of fun and get some cheeky coverage by announcing plans to sell the latest fitness craze – Go Faster Socks!


Other release Skip to it!

mer 2010) (Spring/Sum ipping s the World Sk st o h K U e th As er, ips this Summ Championsh skip to to s er ur custom yo e g n le al ch that’ll take energy class h ig h a h it w it ays! their schoold them back to

to prepare Don’t forget for Summer!


S T N E V E G N I M O C UP Mar 1st

St David’s day

Mar 10th

National No Smoking day

Mar 14th

Mothering Sunday

Mar 14th

Formula 1 season begins - Bahrain

Mar 17th

St Patrick’s day

Mar 28th

British Summertime begins

Mar 30th


Apr 2nd

Good Friday

Apr 4

Easter Sunday

Apr 21st

London Marathon

Apr 23rd

St George’s day

May 3rd


May 31st


Jun 20th

Father’s day


E a s te r



1 seaso


d Father’s Why not run a gym game the to tie in with thon. ra London Ma for a Visit gymgam shelf game great off the or you could use . see page 14



To guarantee delivery by:

Submit your brief by:

Spring fitness promotion

29 Mar 2010

01 Mar 2010

Spring group ex timetables

31 Mar 2010

01 Mar 2010

Spring swim timetables

31 Mar 2010

01 Mar 2010

Financial year end reprints Letterheads, Comp slips etc.

01 Apr 2010

03 Mar 2010

May half term activities

05 May 2010

06 Apr 2010

Summer Holiday activities

01 Jul 2010

03 Jun 2010

Delivery times may vary, so please speak to an Account Manager for specific lead-times.


. .. S E C I V R E S W E N Price and promotions comparison report Launch of national price and promotions comparison report Leisure-net Solutions is launching a price and promotions comparison (PPC) report to monitor promotions, campaigns and membership costs at health clubs and leisure centres across the country. The PPC report, which launched in January 2010, is a monthly service that will monitor private, local authority and leisure trust sites to analyse the sector’s key sales drivers and help operators target their marketing plans more effectively. Leisure-net’s researchers will telephone a minimum of 30 sites each month to find out current membership costs, administration fees and relevant promotions. The initial national report will be available, free of charge, at the beginning of February. Operators will be able to purchase additional bespoke reports and services.

Mike Hill, Managing Director of Leisure-net Solutions, the leading customer insight provider to the active leisure sector said: “This new service, which we have developed in response to requests from leading operators, will sample what promotions are being offered by major operators from the private, local authority and trust sectors across the country, as well as analysing whether these activities are value or price driven. The reports will act as a price index for the industry, building up a picture by operator type as well as regionally, and will act as a useful, independent reference and marketing tool.”

Big Wave clients can free register for a ort. Visit trial of the rep olution’s et S the Leisure-n is le website at PPC report and click the e button on th home page.


S E T A R N O I T N E T E R INSTANTLY IMPROV E At Big Wave Media we are continually looking for proven methods of improving your bottom line. On our recent trip to SIBEC EU we were struck by the keynote speech that focused on how all business should be using the web and email to communicate with their customers. Big Wave Media has partnered with the leading retention company Retention Management to offer Big Solution clients discounted access to the fitness industry’s only automated member communication and retention program. The automated email solution creates a seamless support system for members, on an individual basis, throughout the cycle of their membership. By taking the complexities of running a comprehensive retention improvement programme off your hands, you can focus on the other important aspects of running your sites and marketing them efficiently. The focus is on member attendance, health/ fitness education and the automation of attrition defence systems in a well-balanced and innovative approach, which aims to improve retention and your clubs revenues.


By harnessing the power of email technology and combining this with proven research into retaining health club members, these services help you to keep your members engaged, improve awareness and utilisation of your revenue producing services and increase your net member growth. Over the last eight years Retention Management has averaged a 6% improvement to their clients retention rates with thousands of happy clubs and millions of happy members benefitting from their service every week.

The service provides: • • •

• • •

Member data consistently analysed and segmented based on usage New member welcome and integration program Personalized attendance-based emails that encourage visits and offer helpful health and wellness information E-flyers to promote your other services and increase ancillary revenue Birthday and holiday greetings Renewal reminders for term memberships

• •

Prospect email services making it easier to follow-up with guest traffic, lead lists and former members Intuitive recovery program specifically targeted to your non-users Quick and easy account setup and maintenance through the online client portal Secure email delivery and compliance with all SPAM rules and regulations

Retention Management is invisible to your members and all emails are branded to your company so you will take all the credit while they do all the work. The system can be used with any membership attendance program too. Big Wave Media has negotiated reduced rates for its clients.

For more details or for a free demo please contact Jon Nasta and mention Big Wave Media 01527 870875

E E R F R A E Y E N O N I W Retention Management system To encourage you to make more use of email in your clubs Big Wave Media has partnered with Retention Management and to celebrate is offering all clients the opportunity to win one year of free access to the fitness industry’s only proven automated member communication and retention programme. To enter our competition to win one years free service from Retention Management simply email with these details: SEND


To: theboard

petition etention com

Subject: R

We will send you our email collection kit in return. At the end of May let us know how many of your members email addresses you have collected and the club that has the highest % of their members email addresses will win one years free service. All the other clubs will be entered into a separate draw for a second prize of a years free service from Retention Management. We may from time to time use your personal information to update you by post, telephone or e-mail, about any Big Wave Media service that we believe would be of interest to you.

Your name: me:

Company na

You can unsubscribe from such contact at anytime by emailing with the subject ‘Unsubscribe’ or calling 0845 643 2385.

ress: Contact add :

il address Contact ema

r: hone numbe Contact telep

“I have now worked with Jon for several years through Retention Management and both myself and my team have found him to be supportive and professional in all areas.” Jon’s Top qualities: Personable, Good Value, High Integrity Scott Rolfe, Halo Leisure, hired Jon as Retention Management in 2008 “Retention Management has been a great addition to our normal proactive approach to retaining our members. The service and support from Jon and his colleagues has been excellent!” Top qualities: Great Results, Good Value, High Integrity Steve Bradley, Top Notch, hired Jon as Retention Management in 2009




Brand New Gym Games FOR 2010

Regular member-instructor communication is vital to reducing attrition rates... so we have developed a brand new series of high-quality, affordable gym games to improve member retention and help your staff interact with members. The gym games will: • Enable staff to build relationships with members • Keep your members engaged for the duration of the challenge - helping to form exercise habits • Provide members with an opportunity to ask questions and get to know your facility. • Provide members with realistic and fun goals to aim for • Give motivating recognition and reward for regular attendance.


Each gym challenge supplies you with 2x A1 wall charts, 10x A4 posters and 50x A5 certificates. The wallcharts, with spaces for 25 participants on each, are displayed on the gym wall to allow participating members to log their name and progress throughout the challenge – participants can also see how other members are progressing throughout the game.


The posters detail the rules/instructions for the challenge and should be displayed in the gym and around your club/centre to raise interest and awareness. The certificates are to reward and recognise each member that successfully completes the challenge.


Each game has a specific theme and is designed to encourage sustained attendance over a set period of time.

For more information or to order off the shelf please visit

4x gym game sets for just

Stock Clearance Purchase our previous set of four quality gym games for just £174.99.



Games include: Go the distance - Tri it triathalon - Mega fit - Cardio burn


. .. S T N E I L C R U O F JUST A F EW O sports and

DAVIDMONKHOUSE Consulting limited


Big Wave Media Ltd. 1st Floor, Exeland House, Tudor Street, Exeter, EX4 3BR Tel: +44 (0)845 643 2385 | Fax: +44 (0)845 643 2386 Email: | Web:

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The Board - Mar 2010  

The Big Wave Media newsletter. Here you’ll find a host of information - from our latest happenings to upcoming events - all designed to kee...

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